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Strategies for Social Change$
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Gregory M. Maney, Rachel V. Kutz-Flamenbaum, and Deana A. Rohlinger

Print publication date: 2012

Print ISBN-13: 9780816672899

Published to Minnesota Scholarship Online: August 2015

DOI: 10.5749/minnesota/9780816672899.001.0001

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PRINTED FROM MINNESOTA SCHOLARSHIP ONLINE (www.minnesota.universitypressscholarship.com). (c) Copyright University of Minnesota Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in MNSO for personal use.date: 21 September 2021

Raising Public Awareness of Domestic Violence: Strategic Communication and Movement Building

Raising Public Awareness of Domestic Violence: Strategic Communication and Movement Building

Chapter:
(p.61) 4 Raising Public Awareness of Domestic Violence: Strategic Communication and Movement Building
Source:
Strategies for Social Change
Author(s):

Charlotte Ryan

Karen Jeffreys

Linda Blozie

Publisher:
University of Minnesota Press
DOI:10.5749/minnesota/9780816672899.003.0004

Social movement organizers enhance direct organizing with media and other public relations work, hoping that increased visibility will reinforce strategic alliances, influence public attitudes, and forward desired changes in social institutions. The chapter begins by explaining how reflective organizers with the Rhode Island Coalition against Domestic Violence (RICADV) and activist-scholars in the Movement and Media Research Action Project (MRAP) established a working relationship. It analyzes the obstacles to mass media movement interaction then outlines three common U.S. models of movement-media public relations: independent media, social marketing, and media advocacy. Furthermore, scholars conclude that social movements might benefit from greater familiarity with social movement theories; collaboration between social movement organizers and scholars can improve both social movement theorizing and practice.

Keywords:   social movements, public relations, Rhode Island Coalition against Domestic Violence, Movement and Media Research Action Project, independent media, social marketing, media advocacy

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